Happy Birthday, Now Come Buy Something

So, as my readers know, my 30th birthday has come and gone.  Eeek.

Something I noticed this year (beside the greetings on all forms of social media):

It started mid-March.  A store I frequent sent me a card - Happy Birthday, Jaime - please enjoy an additional $5 off the next $25 you spend.

Then the emails started.  Happy birthday - enjoy 10% any item in the next 90 days.  Enjoy $10 your next purchase during the month of your birthday.  Enjoy 25% off at checkout - enter code 'birthdaygirl'.

Everyone does a birthday coupon these days.  Which is, in theory, genius.  Because we all feel like we're getting a treat.  Only, we have to spend money to receive said treat, and it might be money we weren't planning on spending in the first place.  And, is a part of this preying on our vulnerable emotional side?  Maybe we're feeling a little sad, getting older and all, then all of a sudden we get a message from an old 'friend' (or store), and suddenly we want to go feel the love?  They wished us a happy birthday, it made us feel good for a bit, so maybe it's ok to go spend a little something on ourselves there.  Ok, maybe I'm being cynical here.

Have too many places adopted this practice?  Is it becoming white noise (i.e. daily deals)?  It's starting to feel that way.

Have you all bought yourself a birthday gift with a coupon?  No judgment if so.  I'm curious how successful these efforts are.   I prefer Sephora's free birthday gift.  Just sayin'.